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Design Systems

I talk a lot about cohesive brand voice or cohesive visual voice across all touch points of a campaign. Many times I think I’m getting through to a client, and I’m not, so I end up looking up examples to show them. I usually track down digital and print components, static images, and PDF’s, then try and get them to wrap their head around how it also applies to video, motion graphics, audio, and all the other little bits and pieces that go into a full blown OMNI channel campaign. Sometimes it works, and sometimes it doesn’t. Today I found a great example that I think will help in the future.

The video below from DixonBaxi shows the campaign they have created to support Eurosport’s coverage of the Olympics for the next eight years. This is a huge project with hundreds of touchpoints that people will engage with. All of them need to have a look and feel that resonates the same way. From the editing of video all the way down to the static graphical content in print items. As you watch the video you will begin to see a very specific cadence that takes place in the way the clips are cut together. There is the establishment of a color pallet that gets picked up and used through out the campaign as well. About 15 seconds in they begin to hint at the graphics and animation, and then they roll out each component of the entire system showing how and where it will be used. From bus stop signs to tablet interfaces and everything in between. If you want to get a more in depth look, or just browse through the system at your own pace, they have it broken down on a really well-designed web page for you.

I love Braun electronics from the 1960’s and I love mid-century international style design, so “Systems” is right up my alley. The exhibition is curated by das programm and produced in association with Braun is on display at the Walter Knoll London showroom from November 25 Through December 31 of this year.

The exhibit features the work of an international group of designers that were asked to work within the Braun design principals, and systemic design guidelines.The design team featured Experimental Jetset, Hey Studio, Ross Gunter, Antonio Carusone, Spin, Tomasz Berezowski, Spin and a host of others.

Now I just need to figure out a way, and find time to get to London before the end of the year.